Research On Customer Satisfaction Of The Branch Of Carrefour In Shenzhen

In recent years, foreign hypermarkets like Carrefour have suffered from risingrent, food and labor costs in China. Government support for local competitors hasn’thelped. Besides, the growth of e-commerce is also weighing on foreign hypermarkets.The competition of the hypermarkets is extremely tense. Customer satisfaction is thekey factor for foreign supermarket to gain a competitive advantage in the fiercemarket competition. Therefore, the research on customer satisfaction of the branch ofCarrefour in Shenzhen is of important theoretical and practical significance toimprove the competitiveness of foreign hypermarkets in China.In this paper, I firstly describe some basic theory for customer satisfaction, andtry to construct a supermarket customer satisfaction index system. Secondly, based thesurvey data, I analyze the problems in customer satisfaction of the branch ofCarrefour in Shenzhen from the perspective of the supermarket image, the quality ofthe product, the quality of the services, the shopping environment, the convenience ofshopping, the promotions and the supermarket policies. Thirdly, I make somesuggestion of the promotion strategies for the Carrefour supermarket in Shenzhen topromote the customer satisfaction.Based on the customer satisfaction theory, we use methods of case studies andsurveys analysis to study the current situation of Shenzhen Carrefour supermarket andmake some suggestion of the promotion strategies. The promotion strategies whichbased on the survey results are very reasonable and useful for the branch of Carrefourin Shenzhen to improve customer satisfaction. Besides, the supermarket customersatisfaction index system has important reference value for other supermarkets.